Jennie Kim
The Ruby Experience
2025
Jennie Kim's The Ruby Experience unfolds as a raw, theatrical narrative. It begins with deep red curtains parting to reveal a bare stage adorned with floor‑to‑ceiling LED screens and a live band. Each song introduces a new persona, as the visuals shift from a web‑like ground beneath her during “Handlebars” to moody, cinematic projections during “Seoul City.” The scenic design is minimalist yet pointed—monochromatic lighting, theatrical props and occasional special effects.
The second half of The Ruby Experience embraced a cinematic approach, with lighting, video, and camera work intricately synced to each song. Lighting design shifted from sharp strobes and saturated reds in high-energy moments like “Mantra” to soft, ambient glows during introspective tracks such as “Starlight.” Floor-to-ceiling LED screens, including an overhead video ceiling, created a fully immersive environment, displaying surreal landscapes, live camera feeds, and visuals that enhanced each narrative. The camera direction played a central role, capturing Jennie from multiple angles in real time and projecting intimate close-ups that blurred the line between live performance and film. The staging remained sleek and adaptable, with mirrored surfaces, short risers, and an integrated lift.
“Jennie delivers this narrative with an elaborate production: floor-to-ceiling LED screens, a full live band and at least 10 dancers choreographed by Charm La’Donna".
Variety
Team
Allison Ciccarelli
Creative Producer
Dulce Martin
Creative Manager
“...the entire show almost feel like a musical, from when the curtains first opened to when Jennie took her final bow before the credits rolled."
Rolling Stone
How we got there
Michael, Bobby, and Sooner collaborated with Jennie Kim's creative team and AEG to design and produce a modern production design fit for Jennie's theatrical direction. The three production designers agreed that Jennie needed large video surfaces to portray her show in multiple acts through visuals. She also needed a dynamic stage with low levels for creative choreography and formations.
Jennie’s team came in with a bold creative vision, and The Playground joined forces with Raw Cereal to bring it to life. After the tour wrapped, the team reimagined the design to fit the scale and energy of Coachella—transforming it into a striking, festival-ready setup for Jennie’s highly anticipated debut on that iconic stage.
"...as the top-notch technology and visuals projected throughout the fast-moving set, it felt like Ruby could easily go on the road to arenas around the world with a more expanded concert..."
Forbes
